Yet how many more people will see the movies without picking up the books?
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The answer is measurable by hundreds of thousands. And that is a problem for the integrity of the story and legendarium.

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Is that there is no evidence that "picking up the books" has led to a significant number of people actually reading them.

Though this is anecdotal, I have heard from numerous people who saw the films that they tried to read the books, disliked them, and didn't bother finishing.

Now, of course this has not happened with everyone, but before we declare that we have a lot more lovers of Tolkien now than we did before the films, we may want to wait for someone to finish up their PhD on the subject!

Actually more people picking up the books is direct evidence that there are more people interested in the subject.

However, I have yet to see anyone provide anything as compelling to prove that less people have been exposed to the books because of the movie adaptations.

"Hear me, hounds of Sauron, Gandalf is here! Fly if you value your foul skins, I will shrivel you from tail to snout if you step within this circle!"

"Do not be to eager to deal out death in judgement. Even the very wise cannot see all ends."